In its most traditional sense, a drive-thru needs three components, 1- a sign, 2- a way in which to communicate and 3- vehicle detection so you know someone is waiting to place an order. While these alone are far better than nothing, there are new and innovative ways to cater to the emerging clientele desperate for a convenient, time saving, accurate order-taking process at the drive-thru.
So, beyond the traditional, the basic, the norm, let’s explore alternative ways to boost the experience, generate additional revenue and increase efficiency at your Quick Service Restaurant (QSR).
1. Digital Menu Boards
Static drive-thru menu boards are effective but limited. Naturally, you are hamstrung to the pricing and menu items that are printed on the backlit graphics. Whereas with digital menu boards, you have the ability for dynamic pricing and menu. You can make real-time updates and use upselling to increase the ticket average. By integrating data analytics, personal suggestions can be made based on time of day, season, weather or popular times. In addition, you can promote high-margin items at the optimal moments. Finally, visual stimulation through transition effects and video or mouth-watering food will increase sales as well.
2. AI Voice Ordering
Still somewhat in its infancy, some brands like McDonalds and Panera are dipping their toes in the AI-powered order taking space.
Using AI voice assistants frees up staff to do other labor-intensive jobs and helps streamline the order taking process. Eventually, this process will reduce errors and lessen employee costs if that is an objective as well. The ability to “staff” this role for undesirable shift times is a big win as well.
3. Express Lane for Mobile & Call in Orders
If you have the space for a dual lane drive-thru but not necessarily the budget for the applicable equipment, creating a second lane specifically for the mobile and call-in orders is a benefit to you and your customers. When it comes to your location, it increases throughput, reduces the bottleneck in the drive-thru lane and encourages customers to use online ordering which lessens the labor burden.
From a customer perspective, they can order their food for a specific time ensuring that it will be hot on pickup, all the while avoiding long lines and/or the wait for the food prep.
With the growth of mobile app ordering, adding a dedicated lane for customers who pre-order can speed up service and reduce congestion.
Bonus idea: Add QR code check-ins at the express lane entrance for seamless pickup confirmation.
4. License Plate Recognition
Ask yourself how often you order the same thing when you go to a QSR. Now, think about pulling up to a drive-thru and having a summation of your previous orders pop up with all your unique preferences along with your loyalty points and status. What allows this to happen is license plate recognition (LPR) + CRM integration.
The byproduct of this is a “wow factor” that is second to none. In addition, it speeds up the decision-making process and encourages repeat visits and increases customer satisfaction.
5. Order Ahead Synchronization
Using a POS and/or kitchen display systems (KDS) that is compatible with a drive-thru lane allows the kitchen to get a head start on orders before the customer even reaches the drive-thru menu board.
Having employees taking orders by tablet (i.e. Chick-fil-a) reduces wait times, expedites the food prep process, improves food freshness and quality and enhances the flow during the busiest peak hours.
6. Weather-Responsive Promotions
A cold winter day? Pump messaging with hot coffees or soups. A humid, hot day? Push fresh, cold drinks and ice cream cones. With digital drive-thrus you can tailor your messaging that are appropriate for the real-time environment. Pivoting your content based on the weather will come off as perfectly timed and increase your average order.
Conclusion
To think of what the drive-thru will become in the next 5-10 years is exciting. They’ll become even more personalized, smart, intuitive and will become increasingly seamless. While you should absolutely add a traditional drive-thru setup if that is all your budget will allow, investing in some of the creative upgrades noted above will transform your lane into a loyalty-building, revenue generating machine.
Ready to upgrade your drive-thru? Contact us today to get started.
